Retail

Dishes --- Implementing Digital and E-commerce Engagements to Boost a Premium Brand’s China Sales

Background

The client, a premium American brand has being offering international shipping to China on its official website for several years. In addition to official sales, a significant amount of sales come from affiliated partners. The client is interested in expanding its business in both channels and capture a greater share of its opportunity in China


Solutions

•    Tactical action plan development 

₋Understood possible causes to official website image malfunction issues and identified potential solutions
₋Determined cooperative model with marketing agencies, affiliate partners and executive plan
₋Determined set-up costs, ongoing costs and lead times when cooperating with marketing agencies
₋Worked together with marketing agencies to determine the best fit social media strategy
₋Planed monthly promotions / campaigns / content strategic plans and promotional calendar to be executed by marketing agencies
₋Selected the top 10 best fit affiliate partners / e-commerce platforms  and gauged their interest in cooperation with the client and determined cooperative model 

•    Tactical action plan execution 

₋Coordinated with marketing agencies and affiliate partners to ensure the implementation of promotional strategies and marketing initiatives
oCoordinated with marketing agencies to roll-out the social media action plan and sales-driven digital campaigns
oAssisted and monitored marketing agencies on daily content and interactive social media campaigns and management
oSelected KOLs with marketing agencies and determined the cooperative methods
₋Monitored the agencies performances against established KPIs
₋Coordinated with affiliate partners to develop initiative / promotional plan and ensured implementation
₋Obtained and analyzed performance data and created regular reports (monthly, quarterly, promotional-based) to track consumer behavior and sales performances


Selected Findings



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